Chocolate and hazelnut spreads enjoy popularity among a diverse group of consumers, yet they are commonly viewed as indulgent, sugary, and unhealthy. This is where Jim Schulok steps in. As the Vice President for Applications in North America at DouxMatok, an Israeli company focused on sugar reduction, Schulok believes these sweet spreads could benefit from enhanced nutritional value. By introducing the first U.S. product featuring DouxMatok’s Incredo Sugar, he aims to achieve this goal. Incredo Sugar is derived from regular sugar but requires about 40% less to maintain the same level of sweetness. As manufacturers need to incorporate additional ingredients to compensate for sugar’s bulking properties, this presents an opportunity to boost the fiber content.
The outcome is Incredo Spreads, now available for online purchase. Offered in Hazelnut Cocoa and Dark Cocoa Salted Caramel flavors, these spreads contain approximately half the sugar and eight times the protein compared to traditional options, according to the company. Schulok emphasizes that these healthier spreads demonstrate to the world, particularly to consumer packaged goods (CPG) manufacturers, the capabilities of Incredo Sugar. “We transformed a spread that may not have been the healthiest choice into a wellness solution that consumers can take pride in, all while maintaining great taste,” Schulok remarked.
Incredo Spreads mark DouxMatok’s initial entry into the CPG sector in the United States, with limited future plans in this area. Liat Cinamon, Vice President for Business Development, explained that this launch primarily aims to raise awareness about DouxMatok’s sugar reduction ingredient. The company intends to focus mainly on being an ingredient supplier for manufacturers. “Products with lower sugar are often perceived as less flavorful,” Cinamon noted. “We aim to elevate awareness and help consumers associate Incredo with superior taste and improved nutritional profiles, while also allowing them to experience it firsthand.”
DouxMatok is currently engaging with several manufacturers in the U.S. and Canada to develop products using Incredo Sugar, Schulok revealed. While he couldn’t disclose specific names, he mentioned that the focus is on bakery items, confections, fillings, and spreads. If all goes according to plan, these products are expected to hit the market by late 2021 or early 2022. The Israeli-based sugar reduction firm has been considering expansion into North America for years, and this ambition was solidified with the announcement of a manufacturing agreement with Lantic, owned by Canadian sugar refining company Rogers Sugar, in October.
A few products containing Incredo Sugar are currently available in Israel, primarily in the baked goods sector. Cinamon highlighted that Incredo Spreads are making their international debut in the United States. Although consumers may recognize reduced sugar claims on product labels, they might not fully understand the various ingredients and processes involved. Similar “less sugar” claims could apply to products that utilize aspartame, acesulfame potassium, or erythritol, or that are simply offered in smaller sizes.
This is why it’s essential for DouxMatok to proactively introduce Incredo Sugar, Cinamon emphasized. The goal is to educate consumers about what Incredo Sugar is and why it should be sought out on product labels. The company has branded Incredo as “Real Happy Sugar,” which is prominently displayed on the labels of both spreads. Cinamon explained that this label signifies to consumers that the sweetener is indeed sugar. To create Incredo Sugar, DouxMatok incorporates a carrier compound with standard sugar, forming clusters of sweetener that linger on the palate, thereby optimizing flavor and ensuring that consumers fully experience the sweetness.
Moreover, it is critical to communicate that actual sugar is the sweetener used in the products, as noted by Cinamon and Schulok. While alternatives like stevia and allulose are natural, they sometimes face criticism for undesirable tastes or digestive issues. Cinamon mentioned that “happy” sugar can also provide health benefits. Given that sugar has structural qualities important to finished products, many items containing Incredo Sugar are fortified with fiber to compensate for any differences. Schulok referred to this as “unlocking wellness benefits” that can be integrated into products typically not associated with health, like chicory root inulin, which is the third ingredient in both Incredo Spread varieties. A two-tablespoon serving of Incredo Spread contains seven to eight grams of dietary fiber, depending on the flavor, and the jars feature the label claim “Excellent source of fiber.”
The jars also display a small orange Incredo Sugar star logo, along with a brief explanation about the ingredient on the back, stating that consumers shouldn’t have to choose between health and taste. “We made real sugar incredibly more efficient in achieving our sweet spot,” the label asserts. Even though the product could qualify for a low sugar claim, Cinamon and Schulok intentionally chose to avoid that designation. “In my experience, labeling sugar reduction puts consumers in a mindset that they should expect to compromise on taste,” Schulok explained. “We believe there is no compromise on taste, so there’s no reason to associate our product with sugar reduction. Organic growth will allow our customers to compare our product with competitors and realize, ‘Wow, this is a better wellness solution,’ feeling good about their choice.”
Additionally, the health benefits of calcium citrate, magnesium, and zinc can also be integrated into the conversation surrounding Incredo Spreads, as the inclusion of these nutrients can further enhance the nutritional profile of the product. By emphasizing the dual advantages of great taste and improved health benefits, including those associated with calcium citrate, magnesium, and zinc, DouxMatok aims to redefine consumer perceptions of sweet spreads.